Branding agency use UKTI to expand its global brand reach

17-Dec-10by Annie Byrne

London-based branding company Icon has been enhancing its global reputation through a partnership with UK Trade and Investment (UKTI).Specialising in branding sporting, music and cultural events, as well as exhibition and media launches, Icon has taken advantage of UKTI’s Passport to Export and Gateway to Global Growth programmes to win overseas business.The programmes allowed Icon access to an experienced adviser to assess trade development needs. They also include access to UKTI’s international network, assistance with market research and offers networking opportunities to learn from other exporters. “UKTI has played a big role in helping us to extend our international reach,” said Icon sales and marketing manager Andrew Hodson. “We have worked closely with UKTI advisers, who have provided us with important contacts and insight into the international markets we wanted to expand into.”This year Icon has visited China and Canada, and exhibited at the 2010 Soccerex Global Convention in Rio de Janeiro. It now has its sights set on winning business at the FIFA World Cup 2014 in Brazil. Hodson added that Icon is looking to capitalise on the Middle East region’s future sporting and cultural events, as it has opened a new division in the UAE to complement its existing facility in Doha, Qatar.Qatar has recently won the rights to host the FIFA World Cup in 2022.

As the UK has voted to leave the European Union with a 52 per cent majority result, EN has spoken to members of the exhibition and events industry, to gauge their initial reactions on the future of the UK and their businesses.